Closing the Sale: How to Overcome 6 Common Objections from Customers
Never assume that people will buy your product because it is great. Customers can come up with a lot of objections as to why your product or the price isn’t right for them. By understanding the common objections customers have, you can be prepared to overcome any objection and still land the sale.
Sales objections are engrained in the customer’s mind so you can’t take them personally. There is a sales objections psychology that makes customers give a conditioned response in reaction to a sales proposition. Just like how asking the question “May I help you?” will get you a “just-looking” response 90% of the time. The customer is conditioned to respond in that manner, even if they regret not asking for help after they dismiss you.
How to Respond to the 6 Common Objections in Sales
They say if you’ve heard one excuse, you’ve heard them all. But by being able to classify the excuses into clear categories, you can respond with the best sales techniques used to thwart that particular objection. You can employ Research-Driven Tactics for Overcoming Sales Objections to overcome the following six main sales objections.
1. Unspoken Objection
Unspoken objections can be tricky to handle because the customer is telling you that they are not interested, but they are not telling you why. The solution is to ask a specific, open-ended question and to listen carefully to their reply. Nod your head to show you understand what the customer is saying. And again, listen to what they are saying. Don’t allow your mind to immediately jump to how you are going to respond. Listen, then respond.
2. Excuse Objection
Some common conditioned excuse objections are “We’re not in the market” or “Can’t afford it right now.” As always, you should nod in understanding and make sure they know that you are not disregarding their statements. In these situations, a salesperson needs to take control of the conversation. A good salesman might respond with something like, “If it was affordable, would you be interested?” This gets the customer thinking you might offer a deal they can’t pass up.
3. Malicious Objection
In sales, you sometimes come in contact with people who are having a bad day or are just grumpy in general. They may trash talk your product or reply with a snide response—or, they may just glare at you. Just remember, you are not the reason for their anger. It’s always best to give them the benefit of the doubt and assume they are having a bad day. If you think it will not anger them more, ask a few questions, and watch their body language. If they start to relax, continue, and see it as an opportunity to help brighten their day.
4. Need More Information Objection
At least this objection starts off on the right foot. When a customer asks for more information, they are already showing interest in the product or service. But, be careful, because these types of customers are known to stall when making a decision. If you do not address all their hesitations, they will give the good old “I need to think about it” response. A salesperson may need to express more enthusiasm through their pitch and their body language to convince the customer to pull the trigger now.
5. Know-It-All Objection
Sometimes customers like to show off how much they know about your product. They make sophisticated observations, ask complicated questions, and even point out valid problems. In this customer interaction, flattery can go a long way. Show them you are impressed and make them feel important. But use more than your words. You can employ many nonverbal cues to make them feel like they are in control and have the power to get their desired outcome.
6. Subjective Objection
A subjective objection is when the customer’s personal feelings or opinion of you or your product are getting in the way of the sale. These can be difficult to overcome because they are directed at you personally. The best response is to shift the focus away from yourself and toward the customer. Make them the center of attention. Convince them with your body language and your questions that you are on their side.
Using Body Language to Increase Sales
Customers are wary of salespeople. They automatically put a guard up when approached by a sales rep, especially if it’s a high-dollar purchase. The best salespersons use more than their words to connect with customers; they use thoughtful body language. And, in addition to being mindful of their own body language, superior salespeople learn to read nonverbal cues expressed by their customer.
Learn more about integrating body language into the best sales tactics. Business is built on communication. Don’t limit yourself to verbal communication when you can use your entire presence to influence a sale.
Also Read: How Listening Builds Connections and Success